THE ROLE OF TRUST IN THE INSERTION OF CORPORATE IMAGE CUSTOMER EXPERIENCE MANAGEMENT AND CUSTOMER INTENTION OF HOME PRODUCT CENTER PUBLIC COMPANY LIMITED IN BANGKOK METROPOLITAN AREA, THAILAND

Abstract

             This research has been conducted with the purpose as follows: 1) to study Corporate Image (CI) factors that affect credibility and trust of Home Product Center Public Company Limited 2) To study Customer Experience Management (CEM) factors in which relate to credibility and trust 3) To study the factor, which drives credibility and trust, from the customer who has Purchase Intent towards Home Product Center Public Company Limited 4) To examine the result by putting “credibility and trust” as a mediator variable between the relationship of Corporate Image (CI) and Purchase Intent of the customer5) To examine the result by putting“credibility and trust” as a mediator variablebetweenthe relationship of Customer Experience Management (CEM) and the customer’s Purchase Intent. All the above are conducted with 400 samples using Factor Analysis and Regression Analysis to analyze the data. The questionnaire is credible as the value Cronbach alpha exceeds 0.7.
After the Hypothesis Testing, the result shows that Corporate Identity has positive relationship towards credibility and trust. Customer Experience Management (CEM) has positive relationship towards credibility and trust. Credibility and trust crucially affect the customer’s Purchase Intent in positive ways. It is also found that credibility and trust are mediator variables between Corporate Identity and Purchase Intent. In addition, credibility and trust are mediator variables between Customer Experience Management (CEM) and the customer’s Purchase Intent. Credibility and trust are partial meditation for both equations.